Board game gets mobile makeover

Iconic 1970s board game Mastermind is being relaunched as a mobile phone game.

Iconic 1970s board game Mastermind is being relaunched as a mobile phone game.

Glu Mobile, the mobile games developer, has teamed up with Interactive Rights Management (IRM) – which has licensed the rights from game-owner Hasbro – to reinvent the code-cracking game and launch it in more than 30 countries in Europe, south-east Asia and Australasia.

In Europe, it will be available from all major mobile operators including Vodafone, O2, 3, T-Mobile, Orange and Telefonica.

IRM creative and commercial director Valérie Bozzetto says: “Classic games like Mastermind have proven to be big sellers on mobiles.”

The board version of Mastermind was relaunched by Hasbro in December with a television campaign using the strapline: “Do you have the vision to crack the Mastermind code?”

The Mastermind for mobile launch comes as US-based ABI Research publishes a report that predicts the video game market will expand from $32.6bn (&£18.6bn) in 2005 to $65.9bn (&£37.7bn) in 2011 as a result of its fast-growing online and mobile gaming. According to ABI, mobile gaming is set to grow significantly over the same period, with a flood of new titles expected to launch.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here